Fan-Tastic Tips

Creating Crowd-Pleasing Events

By Adrianne Bowen
Organizers of sports events agree that presenting a “wow” factor that engages fans is an important aspect of a successful sports event and of growing a sport. Fan expos, music festivals, youth clinics, contests, demos, interactives and giveaways are just a sampling of the creative ways planners are incorporating fan-inspired elements into sports events. For your next sports event, consider these crowd-pleasing tips to turn it from ordinary into “fan-tastic.”

1. Music & More
Music is a major draw for sports fans, according to Peter Douglass, vice president of Elite Racing, which produces nine running events across the country, including the Rock ‘N’ Roll Marathons and Half-Marathons and the Country Music Marathon and Half-Marathon. Local bands play at each mile of each race, and there is a party and band at both the start and finish lines. “It really adds to the excitement of the marathons,” Douglass said, adding that all running events are capped off with a headliner concert featuring acts that have included Goo Goo Dolls, Journey and Pat Benatar. Douglass said all runners are given free tickets to the headliner concert, and the public can purchase concert tickets—usually at a discounted price for most concerts—as well.

Elite Racing’s Country Music Marathon, held in Nashville, Tenn., in April, drew 32,000 runners in the marathon and half-marathons combined, plus another 3,000 for the children’s race, according to Douglass. Sarah Evans was the headliner for the 2008 race, which Douglass described as a “thrilling end to the Country Music Marathon experience.” The race also featured the Country Music Television (CMT) Mile, with T-shirts, towels and other giveaways for runners and spectators.

Another way Elite Racing events reach out to spectators is through a two-day, free expo that includes a fitness festival, sponsor giveaways and interactive games, Douglass said. Sponsors, including Saturn automotive, incorporate fun elements like the Saturn Fan Zone and the Saturn Rock Band interactive game, which allows people to go on stage and play guitar. “Events are no longer run of the mill; our events are really fun not only for participants but also for spectators.”

2. Interactives & Attractions
The Dew Action Sports Tour (AST Dew Tour), which launched in 2005, includes interactive activities and other attractions associated with its five annual events in skateboarding, BMX and freestyle motocross. Chris Prybylo, vice president of events for the AST Dew Tour, said, “Our competitions are for top athletes, but there is something for everyone to enjoy.” Each AST Dew Tour event includes a concert featuring top musicians; an outdoor festival with video gaming and interactives; a BMX dirt track and skateboarding park; autograph opportunities; and product samples from tour sponsors. Mountain Dew, for instance, hosts “Dew Underground,” a place for fans to relax and get a taste of local music and culture, Prybylo said. NowWhat.com sponsors a rock climbing wall; PlayStation sponsors a RockBand exhibit where fans can “perform” a concert; and Verizon Wireless sponsors a stunt station that allows spectators to perform one of Scotty Cranmer’s BMX tricks and receive a complimentary video of their stunt. Ball Park’s “Hunger Wants Challenge” tent features a gyroscope that simulates the action of BMX competitor Mike Spinner. “The gyroscopes were a huge hit with fans at the first AST Dew Tour stop this year,” said Scott LaCross, brand manager for Sara Lee Corp., which owns the Ball Park brand. “They were definitely one of the favorite activities, and many people couldn’t believe that they were free to ride.”

AST Dew Tour continues to add event categories to attract more spectators, including a supercross competition, a snowboarding rail jam in August and a wakeboarding rail jam in October, Prybylo said, adding that the Orlando tour stop in October will include a special event that allows select amateurs to compete against professionals. The Free Flow Tour is an amateur BMX and skateboarding competition in more than 40 markets across the country, he said, and amateurs are selected for the Orlando competition from the Free Flow regionals held in Salt Lake City. “It’s a great opportunity to compete as an amateur at a high level…and see what it takes to become a professional in their sport. The competition gets fans of the sport excited to see that they, too, can have a chance to compete in the professional world of action sports. We focus on having a great competition, but in addition, we have an overall community festival for core action sports fans, music fans and anyone who wants to come out and be entertained,” Prybylo said.

3. Contests & Clinics
The Hoop It Up 3-v-3 Basketball tour, produced by Crestline Sports LLC, features three-point, slam-dunk and free-throw contests at each of its 30 events across the country. “We try to make the atmosphere of each event as festive as possible,” said Cris Carrico, senior vice president of operations for Crestline Sports LLC. “After 20 years, the contests are still the most popular element with the fans.”

Carrico said that a local media partner is able to buy local sponsorship rights, which creates promotional opportunities through event attractions and activities. “We have had everything from petting zoos to automobile displays,” he said, referring to the former Ride N Drive attraction that gave spectators the chance to drive a vehicle through a 250,000-square-foot course.

In an effort to appeal to youth, as well as the whole family, the tour will add dance and cheer competitions, music and bands, Carrico said. “We want the Hoop It Up 3-v-3 Basketball tour to be the event and for the whole family to come out and have fun. We want to emphasize other elements beyond basketball. We believe by doing so, we can take the tour from 5,000 to 25,000 at each event.”

The Southeastern Conference (SEC) Women’s Soccer Tournament, held annually in Orange Beach, Ala., includes a youth clinic that “exposes local youth to the sport of soccer, as well as to SEC coaches and student-athletes,” said Laronica Conway, assistant commissioner for the SEC. Sponsors Chick-fil-A and Dr Pepper provide free lunches and T-shirts during the youth clinic, and the SEC gives youth participants free tickets to the tournament. “The kids who participate have a wonderful time learning the basics of soccer. It’s not often the local youth are exposed to some of the top players in the country, and the youth clinic gives them a chance to get up close and personal.”